1. Travel Agency
Marketing &
Promotion

2. Travel Agency Marketing and
Promotion
• Concept of Marketing
• Travel Marketing
• Tour Marketing Plan
• Tour Marketing Segmentation
• Marketing Mix

3. Concept of Marketing

4. Marketing according to
Kotler
Marketing is a social and
managerial process by
which consumers obtain
what they need and want
through creating and
exchanging product
services and values with
others

5. Marketing according to
the British Chartered
Institute of Marketing
It is the management
process responsible for
identification,
anticipating, assessing
and satisfying
customer’s/client’s
requirements profitability

6. Krippendorf
“As the systematic and
coordinated execution of
business policies by the
both private or public
sector tourism
organizations operated at
local, regional, national,
international level to
achieve the optimal
satisfaction of the needs
of identifiable tourist
groups, and in doing so to
achieve an appropriate
return.”

7. Poynter (1993)
“Tour marketing is a
systematic process
consisting of marketing
objective, strategies,
schedules, marketing
medias, focused on
specific market segment
and based on a substantial
return of investment.”

8. UNWTO
“A management
philosophy which, in the
light of tourist demand,
makes it possible through
research, forecasting and
selection of tourism
products/services from
suppliers. On the line with
organization’s purpose
and tourist satisfaction.”

9. UNIQUE
FEATURES

10. Tourism Marketing
• Tourism marketing is a
thought provoking process.
• Identification and selection
of target market.
• Positioning and product life
cycle are important.
• Future tourism marketing
strategies.
• Innovative/proactive
marketing

11. Travel Marketing

12. Unique Features of Travel Agency
Marketing
• The demand of tour package is highly elastic and
seasonal in nature.
• Tour package is a combination of various service
ingredient.
• Designing, developing and marketing of tour package
a number of intermediaries are involved.
• A tourist does not only buy the tour package in
advance, because it is consumed and felt at same
time at a particular destination.

13. Tour Marketing

17. Tour Market
Segmentation

18. “Market segmentation is the process whereby producers
organise their knowledge of customer groups and select for
particular attention those whose needs and wants they are best
able to meet with products.”

19. Methods
• Intuition
• Market research
• Experience
• Situational analysis

20. Tour Marketing
Mix

21. Marketing Mix
The marketing mix is a
business tool used in
marketing and by
marketers

22. The marketing mix is composed of every factor
that influences the marketing efforts such as:

23. The marketing mix is composed of every factor
that influences the marketing efforts such as:

25. Tour Package Marketing Mix

26. Tourism
Promotion
It means trying to
encourage actual and
potential customer to
travel

27. Objectives of Promotion
• To make the tourist
product widely known
• To make it very
attractive in order to
encourage many people
to try it
• To make the message
attractive without being
dishonest

29. Tour Package Marketing Mix

31. Developing a Tour Marketing Plan

32. Travel Agency
Marketing &
Promotion